Your product email isn’t connecting—but a market insight might
In complex B2B industries, every email you send to an engineer, an operations leader, or a business owner is a test. It either strengthens your credibility—or shows them you're someone to ignore.
Every company claims to be customer-focused. But too often, email still serves internal priorities, not external value. Instead of delivering insights, companies fall into sending product updates, company milestones, and promotional noise. Not out of bad intent—just bad habit.
Meanwhile, your buyers are navigating massive change—aging infrastructure, supply chain fragility, compliance pressures, workforce gaps, rising energy costs, and technology that’s moving faster than their teams can adapt. What they need is insight—not another promotional announcement.
Email is your opportunity to show you understand their world. Share real market shifts, emerging risks, unexpected data, and thoughtful points of view. Don’t just promote—contribute.
From: what you want to say, To: what your audience is trying to understand
Move your email from invisible to indispensable
When you sell into complex environments, you’re not just selling a product—you’re selling confidence that you understand the nuance. Technical buyers aren’t looking for spin. They’re looking for insight. Perspective. Substance. They’re not overwhelmed by too many emails. They’re underwhelmed by how little value most emails deliver.
In technical B2B markets, email = credibility
Every message builds trust—or damages it
Stop centering on your product and start centering the buyer’s world
The best B2B emails don’t just inform—they show and share understanding. That’s how trust is built—and how real conversations (and partnerships) begin.
David Fabbri is Chief Strategy Officer at LoSasso, a Chicago branding and performance marketing agency focused on helping B2B companies with complex offerings build compelling brands, and execute marketing that accelerates the path to sales.
